Tag Archives: e-commerce

As soon as the Finance Minister said something about e-commerce in his maiden Budget speech, the social media was abuzz with discussion about FDI in e-commerce being allowed. In Twitter, the tone was celebratory, with many complimenting the FM and PM Narendra Modi for this revolutionary decision. Some even started discussing what it means.

#Budget’14: e-commerce to be promoted; no approval needed for e-commerce platforms.

In fact, ET actually did a story quoting PwC. All these were unfounded and just shows not just how social media behaves but how the respected media brands, in order to be the first with the story, compromise severely on fact-checking. Now, this is what the FM said.

FDI in the manufacturing sector is today on the automatic route. The manufacturing units will be allowed to sell its products through retail including E-commerce platforms without any additional approval.

It is very clear. Isn’t it? “The manufacturing units” will be allowed to sell “their” (ignore FM’s speechwriter’s grammar for a while) products through retail including e-commerce platforms. I could not listen to the speech properly but cautioned against some premature celebration

#Budget2014 Need a little more clarity on FDI in e-commerce. Is it really 100% FDI in e-com or only for some products manufactured in India?

So, for sure, there is no implications for either the Amazons or the Flipkarts.

Does it mean it is a useless statement with no implications for anyone practically? That seems to be the tone of the despaired tweeple after they realized this.

But even that is a misinterpretation. The companies that will surely benefit from this will be those foreign companies that manufacture in India.

Dell, which used to sell directly online before the new regulations came into force (now it sells through a partner), can start selling again directly through online channel. So can Lenovo. And Nokia. And Samsung. And many more product companies that already manufacture in India.

Whether it is a desperate attempt to secure a place in history or a genuine attempt to break policy paralysis, the Cabinet has taken the bold decision to allow 51% FDI in multi-brand retail, albeit with a provision that state governments would decide if they would like to allow it in their states.

Though many see this as a compromise for somehow moving ahead, one feels it is a masterstroke.

Firstly, it suddenly takes away the legitimacy from the opposition to FDI in retail by CMs like Mamata Banerjee and Narendra Modi. An average citizen of Delhi or Mumbai, who wants global brands in his city, is bound to ask, who is she to come in the way of our access to the global retail outlets?

Secondly, if the implementation happens well, soon the citizens of states that have not allowed FDI will see the difference it makes, as they visit cities in other states with such outlets. It will be difficult to resist the “middle class” pressure for the governments then. Imagine, for example, in the National Capital region, Gurgaon having all the big global retail brands, with Noida not having a single one of them!

Finally, if the government and the supporters of FDI in retail, play it well, it should be sold to citizens as a farmers-friendly rather than large business-friendly policy which it actually is. With the farmers and the middle class supporting it, it will only be the small traders who will be opposing it. While they are a powerful community in states like Gujarat, UP, and Tamil Nadu, states like Karnataka, Odisha, and Bihar will not find any strong reason to oppose FDI. Most of India’s potential locations, such as Delhi, Mumbai, Gurgaon, Pune, Hyderabad, and Jaipur will have the new brands. The large cities that will be left out will be Chennai, Bangalore, Ahmedabad, and Kolkata. Out of which, it will be interesting to see how things unfold in Bangalore, as the state has no logical reason to oppose it.

But the most interesting thing to watch will be e-commerce. Initially, the policy was vague about e-commerce. But in April this year, the government clarified that all the rules that are applicable to offline retail would be applicable to e-commerce as well. This clearly meant that all the plans of companies like Amazon had to be shelved. With the new policy change, they can enter in India. So, expect a new era altogether in e-commerce. Good luck, Flipkart!

But interesting will be to see how offline retail brands such as Wal-Mart or Tesco unfold their India strategy in this policy regime? Access to the top two cities and some of the other biggest markets will surely make India entry attractive. But once they enter and build their supply chain, especially the procurement network, there is nothing that is stopping them from selling online to the entire Indian population, irrespective of where the buyers are located. They will not violate any law as they will not have to open any “outlet” in those states.

Question is: will that happen? Will the politicians still not try to hound them? Or as many optimists hope, all this is meaningless discussion, as soon, most states will open up FDI in multi-brand retail.

In either case, a vibrant, more competitive retail market has implications for the e-commerce market.

Today, the government notified what it calls the circular 1 of 2012, its fifth six-monthly update on Consolidated FDI Policy, since it began doing so in March 2010.

In one of the major clarifications that will impact e-commerce in India, the policy has clarified that “existing restrictions on FDI in domestic trading would be applicable to e-commerce as well.” Which means a foreign company cannot take either the automatic or government route to invest directly in a retail e-commerce venture in India. However, like in offline retail, it allows FDI B2B e-commerce. In short, all the rules of FDI that apply to offline retail would apply to e-commerce as well.

This is the first time that the government has clarified its stance on e-commerce. Earlier this year, in a column that I wrote in Dataquest, titled, Stoped FDI in Retail? Here Comes E-commerce, I wrote about this anomaly. “Online retail is not defined as retail by today’s government definition,” I pointed out that time.

Most of the e-commerce ventures, though, will not be affected, as few, if at anyone at all, has FDI investment. In fact, Amazon, which has been eyeing Indian market for a long time was not taking the big step anticipating this policy stance. So, it entered with junglee.com, a sort of marketplace, in the likes of eBay but targets different kind of sellers, mostly the e-commerce service providers. This India-specific services serves as an aggregator platform.

However, the market was rife with speculation that Amazon wanted to buy out Flipkart. It was even speculated that the two parties were in negotiation but there was valuation mismatch.

With this clarification, though, for the time being, any plan of Amazon to enter Indian market directly selling to consumers, has to be shelved.